LAS VEGAS —\u00a0Artificial intelligence\u00a0will come to play an increasingly important role in the decisioning and consumption of digital content and advertising, according to one of communications agency OMD<\/a>‘s big thinkers.<\/p>\n

In this video interview with Beet.TV, OMD strategy and product development director Jean-Paul Edwards<\/a> says AI is nothing new – but it is now ready to make in-roads in to media.<\/p>\n

“AI\u2019s been with us for 50 years – it\u2019s had a lot of false dawns,” Edwards says.<\/p>\n

He should know. Edwards has been heading up future-facing tech strategies for agencies for years<\/a>. But now he says AI is truly emerging.<\/p>\n

After all, The Weather Company and IBM are now using IBM’s Watson<\/a> AI engine to power conversational ad units.<\/p>\n

“We\u2019re starting to see AI in terms of \u2026 decisions around content delivery in the digital space,” Edwards\u00a0says.<\/p>\n

“The next step is to bring that to mass broadcast video …\u00a0fitting broadcast-quality content in to pipes, through to curation algorithms \u2026 \u00a0(so that) a TV set knows exactly what you want to watch. \u2026 your brother-in-law\u2019s YouTube videos or a specialist bit of content from a group n Facebook or the big new cop show on NBC.”<\/p>\n

But there is no single product called “AI” that agencies can simply switch on. Rather, there is a messy, emergent set of tools Edwards is calling a “cognitive technology stack”, comprising data sources, sensors, APIs and\u00a0bots.<\/p>\n

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605<\/a>. \u00a0For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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